Here at PT, we’ve been a bit reflective lately, taking a deeper look at what we do, how we serve our clients, and how to best tell others about ourselves.
A new concept has been popping up with regularity – “Trust-Based Marketing.” The idea was initially developed by Dr. Glen L. Urban, professor and former Dean at the MIT Sloan School of Management. Trust-based marketing focuses on techniques that help consumers to make informed access to options and trusted, accurate advice.
The theory contends that honesty and openness is the best path to building consumer trust and creating a more loyal customer base.
When I read this definition, I realized that PT has been practicing our version of developing trust-based B2B relationships since the company’s inception. I also thought about some of our goals for the year, which include providing clients with greater access to information on their campaign activity. We are building tools and resources that I believe will meet this goal head-on.
There are so many reasons why trust is essential in our client relationships; according to Edleman.com, 81% of consumers need to trust a brand to consider buying. We recognize that anyone providing a product or service wants to develop a trusting relationship with each client. However, that is easy to say, and while not as easy to do, it’s also not as complicated as you may think.
Perception is also an important piece; how we behave when doing business can change someone’s opinion in an instant. Any hint of a bait and switch, aggressive or pushy selling, know-it-all behavior can damage or even ruin trust.
According to Ipsos, some of the most critical items that drive trust in a company include:
- Reliable/keeps their promises
- Open and transparent
- Behaves responsibly
- Good value for the price
- Good customer service
When I review PT’s operations and think specifically about these areas, I feel very good about how we provide value and service to our clients.
This all leads me to a new way of talking about and identifying what PT does.
Welcome to the concept of “Trust Based Appointment Setting.”
Over the next few weeks, you will notice PT updating language on our website and social platforms, discussing our commitment to Trust-Based Appointment Setting.
We will take the insights and knowledge gleaned by practitioners of Trust-Based Marketing and apply them to describe the specialized work that we do at The PT Services Group.
We will be THE company that provides Trust-Based Appointment Setting lead generation programs that open the door to new business.
We value our clients and the trust they place in us to appropriately and effectively represent them when developing new business, and we want that to be clear from the very start of our relationship.
We also value our Business Development Representatives, who are at the forefront of PT, making calls and directly representing our clients. Our trust in them is vital to the success of each client’s campaign.
We intend to continue to develop and build on this trust by providing world-class service to our clients, working diligently to meet client goals, communicating regularly and efficiently, and providing valuable industry insights.
In the best relationships, trust is earned and mutual, and earned, and we are so grateful for the trust placed in us and look forward to continuing to build on that trust confidently.